Eylure new at Kruidvat & Trekpleister

24 May 2017

In 2016 Eylure and Beautygloss started a cooperation for exclusive false lashes. The launch was very successful, and it will now be further expanded to Kruidvat and Trekpleister.


The brand was created in the late 1940's by two brothers, David and Eric Aylott, renowned make-up artists to the film industry. The brothers created the product, the modern false lash, to answer a lack of effective cosmetic enhancement in the industry. Spotting the opportunity for the wider public, the Aylotts created a brand around their invention and called it "Eylure" from "Eye Allure". The brand, still the market leader, celebrated 65 years at the forefront of lash enhancement in 2013.

In the beginning stars like Marlene Dietrich were working with Eylure lashes. Later in the 1970's Audrey Hepburn and Racquel Welch were loyal users of the brand. Further celebs using Eylure are Naomin Campbell, Cindy Crawford, Kylie Minogue and Nicole Kidman. Eylure has groundbreaking license deals with stars. The first collaboration was with Girls Aloud. All 5 members of the group designed their personal favorite lash. Other collaborations were with Sex & The City and Paris Hilton. Currently, the lashes of Katy Perry are very successful. Since 2016 the cooperation with Beautygloss is new.


Mascha Feotistova, the most popular Dutch blogger/vlogger, started Beautygloss in 2007 as a hobby. Today is has grown to a very successful blog, which is fully dedicated to "beauty"; 110.000 unique visitors check the website daily. In addition, Beautygloss' blog grows rapidly.


The cooperation between Eylure and Mascha is a very logical one; Eylure is the inventor of, and market leader in false lashes. Mascha created the biggest beauty platform with Beautygloss. The line consist of the lashes "Silky" (subtle & sweet), "Pretty" (winged look) and "Fluffy" (multi layered). These are, as of today, also available at Kruidvat and Trekpleister.

Please visit www.eylure.com and www.beautygloss.nl for more information. You can contact us for additional questions or remarks; please use the details on our contact page.

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